Time is the invisible thread woven throughout everything we create. So when it came time to tell the story of The Dry Shampoo—we knew we had to talk about time. But not in an abstract way, we wanted to honor the practicality of the product because that's what it's here to do: extend time between your washes.

It also happens to be Women's Month, so we wanted to show what The Dry Shampoo really looks like in the lives of women in our community—CEOs, CMOs, creatives, an artist, a chef, and a yoga teacher. Women who are constantly balancing their ambition with the reality of their schedules. 

We brought everyone together for a one-day shoot at our New York City office. The vibe was electric, to put it lightly. Women arrived with day four dirty hair, and there was no elaborate styling or glam. Just themselves. They gave their roots a quick refresh with The Dry Shampoo, and we captured the results on polaroids. The simplicity of it all just felt right, because that's what The Dry Shampoo is all about. 

Our founder, Dianna Cohen, was on set the entire day, catching up with everyone, and chatting in between shots. A lot of the women were meeting for the first time, and what started as a campaign shoot became a day of genuine connection. We overheard women making new friends, admiring each other's work, even getting advice on business challenges. It was a beauty day, and also a work day. Chef Tara Thomas of Commune even stayed until 6pm, menu planning and working alongside our team.

What we captured was more than hair that looked fresh, but a snapshot of the real, everyday beauty of women who know how to stretch their time. Everyone echoed a similar sentiment, that The Dry Shampoo is a moment of pause between meetings, workouts, deadlines, and school drop-offs—and it really, really works. 

Our campaign is all about honoring that idea: the art of stretching time with confidence, and it was incredible to hear them share that back with us. 

We’ll be telling more Dry Shampoo stories all month long—deep dives into our community, behind the scenes moments, and, of course, a lot of clean hair. Stay tuned.